About the Brief
“One Border, One Bank” | MY-SG Corridor
The bond between Singapore and Malaysia is a living relationship, energised daily by the thousands who cross the causeway, sharing food, culture, and commerce. This vibrant fusion of people and business has created a robust, unified market. What are some ways that Maybank can position itself as the epicentre of this opportunity – A strategic gateway to connect with and serve customers from both sides of the border?
Tiger Go Where?
A tiger sits in its cage, yawning through the same weekday routine — posing for visitors, going through the motions. But come Friday evening, it grins, stretches, and slips quietly across the border for a quick get-away.
Because even tigers need balance.
With Maybank, the tiger knows exactly where to go — the trendy cafés, the best massage deals, and the stores with irresistible discounts. Each swipe leaves digital pawprints, connecting every ride, deal, and reward.
One card, endless connections — from rides to rewards.
Cross-border lifestyle, made effortlessly smooth.
Project Video
Tiger Go Where? (TGW)
is a cross-border lifestyle mobile application designed for Singaporean “Weekend Warriors” who love quick getaways to Malaysia.
Powered by Maybank, TGW brings people, transport, payment services, rewards, together into one seamless ecosystem, which makes spontaneous weekend trips easier, smarter,
and more rewarding. Over 13 weeks, our team researched user behaviours, conducted interviews, synthesized insights to uncover key user pain points and opportunity to reimagine the future of Singaporean cross-border journeys into a connected lifestyle experience.
*AI was used in this project – generation of our Tiger mascot, an asset part of our video, as well as the onboarding screens of the mobile app.
Charting the Future of Singapore Banking
click right to view slides >
We Singaporeans love Malaysia. Approximately 1.7 million Singaporeans travel to Malaysia on the weekends every month on average.
Familiar?
Steady growth in visitors from Singapore to Malaysia was observed, according Malaysia Tourism Promotion Board.
with roughly 180 SGD spent per trip, per pax.
We call these visitors our ”weekend warriors”, where they are known to be social, habitual adventurers who enjoys the thrill of the favourable exchange rate.
(our weekend warriors)
We gathered 3 key insights for our project. 1: The exchange rate acts as a psychological trigger, pushing Singaporeans to loosen their usual discipline, sparking a shift from restraint to indulgence.
2, despite Singaporeans’ willingness to spend, the disconnection with Malaysia’s payment systems, apps, and transaction flows limits how freely they spend.
3, Singaporeans desire a seamless system that unifies their accounts, cards, and e-wallets across borders. They want it simple and efficient.
Therefore, how might we design a seamless SG-MY ecosystem that bridges services, merchants, and users to fuel cross border indulgence?
We do this with contextually-fit services. Let us show you how.
Singaporeans chase the new 3Cs:
Convenience: From smooth rides to seamless payments across Singapore to Malaysia — the tiger moves with ease.
Connectivity: Whether it’s an e-SIM, a tap, or a reunion — the tiger stays connected wherever it goes.
Cross-border Lifestyle: An assimilated life across the border
— where travel isn’t just a trip, but
a lifestyle like our Tiger.
Presentation Board
Service Blueprint
Mobile App Screens
(designed by me)
screenshot of onboarding screens
screenshot of onboarding screens
screenshot of paw-allet screens
screenshot of scan screens
screenshot of explore screens
screenshot of services screens
Singaporeans chase the new 3Cs:
It is important for our team to get our concept and screens validated with our users, to better understand whether our ideas resonate with their needs, expectations, and real cross-border travel behaviours.
User Validation
Idea dumps to my team
In my team, I took charge of the art direction, as well as the UI screens in this project. The research portion was conducted together as a team!
Here is a share of screenshots/slides/ideas that I have brought to my team across the different weeks.
Past research & concepts
